By: Dr. Gwen Smith
Content is prolific these days and everyone seems to be creating content. At the heart of the internet marketing and online business industry is the need to create great content that offers tremendous value to others who may be interested in the products or services that’s being offered. Responsibility in creating quality content that is not only thorough but also valid helps consumers to build trust in your brand and in the online marketing community as a whole. This creates a win for both consumer and marketer, amounting to increased satisfaction and repeat orders and increased profits over time for the business. Doing anything less than providing great content, can cause the image of a business to be viewed as poor or as less than ethical; especially if marketing promises were not met and upsells are introduced with the same marketing promises as the product just bought. This can significantly hurt a business’ brand.
Doing these things break trust in your brand
In my opinion, most internet or online marketers are ethical people wanting to deliver great value to their customers or clients. They’re doing the things they’re passionate about, and they truly want to make a difference by the content they’re delivering to their audience. For them, knowing how to create great content may be the issue when incomplete information is delivered in their products that leave their audience confused. In this scenario, when their audience buys their products, and there are gaps in what was promised in marketing, this leaves the consumer with lots of questions and a lack of trust for the brand. Another concern is that at times, jargons are used in instructional information products, which are not clarified for the beginner. Confusion and more questions are the resulting consequence, further reducing the perception of the value of the brands in the consumer’s eyes. Later we’ll take a look at seven important considerations in creating great, clear content for learning.
There are a few unscrupulous marketers whose obvious goal is to make a quick buck and leave, obviously inspired by greed. This is very short-sighted. In this scenario, not only is the quality of the original content compromised, but these folks promptly make an effort to extract additional dollars for an “additional” product which obviously is offering the same value as the product previously bought. It’s clear that no additional value is being created by the offer. This is unethical and raises red flags for the consumers. I’ve personally had this experience making purchases online, and I’ve noted the brands to avoid in the future. I’m quite certain that this experience is not unique to just me. To have a lasting online presence requires credibility and trust, not easily gained and very quickly lost online.
Importance of brand loyalty for longevity
Credibility is built from swaying consumer loyalty to your brand and loyalty is built by delivering extreme value. If making more money is the main and only reason, at the expense of the customer, then this approach is quite shortsighted as business longevity is threatened and the need to continuously build new clients to sustain business, while others leave, creates a perpetual revolving door.
Regardless of whether or not your brand falls in the first scenario or the second, the end result will be the same: loss of trust and credibility. Consequently, this is a call to content creators to make diligent efforts to protect your brand and longevity in business by providing quality content that delivers on what your marketing describes.
The more products that are created in observance of these standards, the better it will be for all in the industry. Each act either raises or lowers the standards. Not paying attention to standards can become quite expensive in the long run. If your business involves information products and affiliate marketing, your company’s sales and your longevity will be greatly enhanced if your affiliates have great experiences using and buying your products with results as described in your marketing. In the end more sales and referrals to join the program will be made. I’d like to think that this article can make a difference.
So, what is a standard to creating learning components?
Use the following as a guide to consistently produce quality content that everyone can appreciate:
- Write the end result of what you want your audience to learn after using your product. Ask yourself what will they be able to do?—This is the overall GOAL or AIM of your instruction—e.g. Place a Facebook (FB) Ads
- Start breaking down the goals into lists of what your consumer will need to know to get to that end goal on the list—this is a brainstorming session of everything; do some research on this area if needed, to come up with a comprehensive list: (1) have a FB Business Account; (2) understand the different types of ads and when to use them, (3) know their target audience, and how to find them, (4) using audience insights. etc.
- Place your list in chronological order starting first with the absolute first thing they need to learn, followed by the next thing, etc.—these are the LESSON UNITS OR MODULES: Listing Module 1, Module 2, Module 3, etc.
- For each of these modules on the list write what it is that you expect them to learn—these are theOBJECTIVES, written in specific terms: Module 2: “At the end of this module, my students will be able to identify and know when to use the different types of ads on Facebook with 90% accuracy” This will ensure that you are addressing it completely, and always keep in mind that end result in #1 that you are expecting
- Ask what is it that they will need to know BEFORE being able to fulfill on each of those Modules and list them. These are PRE-REQUISITES—these will be the components for each Module. Remember that jargons will need to be defined, especially if the course is also intended for beginners. Do not use abbreviations without explaining what they mean
- As you write out each item, list the activities and resources that you will use to clarify the instruction
- Review each Module before proceeding to the next and provide action steps for the students to complete.
Leave us your comments below!